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What Is Google Adwords?
Google Adwords started as a PPC advertising program that allows advertisers to promote their products and services on Google's search results (represented by the green lines below). Google has since expanded the program to include different charging models, i.e. cost-per-impression and cost-per-action, and advertising on non-Google websites, i.e. Search Partners
(e.g. AOL) and Content Network (Google Adsense participants). Google now also accept image ads, video ads and gadget ads, in addition to the original text ads.
Thanks to the PPC charging model and higher conversion rates because of its keyword-based targeting, Google Adwords delivers higher ROI and making it arguably the most cost-effective advertising method available today.
What is Pay-per-click?
Pay-per-click (PPC) is a charging model, whereby you only pay if somebody clicks on your ad. In Google Adwords, you're basically bidding for keywords by setting the maximum Cost-per-click (CPC). When someone searches for "hotel Malaysia" for example and clicks on your ad, you're charged not more than your maximum CPC for that keyword. If he/she doesn't click on your ad, you're not charged anything at all.
Why Google Adwords?
Compared to traditional print, tv, radio and outdoor ads, Google Adwords has several key advantages:
- reach anyone, anytime and anywhere in the world.
- ads are cheaper to produce.
- target your ads by keyword, time, demographics and geographical location.
- advertising rates are more affordable and start from RM0.01/click.
- basically, free advertisement if nobody clicks on your ads.
- better control by setting your maximum bid prices and daily budget.
- publish your ads and start getting sales enquiries within the hour.
- track campaign performance, including measuring ROI automatically.
- tools to optimize your campaign for even better conversions.
Compared with other programs like Yahoo's Search Marketing and Microsoft's AdCenter, Google Adwords has more advanced features and a much wider coverage - up to 80% of the Internet, courtesy of its Content Network.
Do I Need Google Adwords Services?
In all honesty, Google Adwords was designed for the end-user, hence, simple to use in theory. However, in reality, you need to have sound knowledge to achieve lower CPCs, higher ad rankings and better conversion rates - this is where a Google Adwords consultant fits in. And unless you know HTML, you'll also need someone to create optimized landing pages for your campaign and install Javascript codes for tracking.
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